Dissemination Methods and Audiences for Services Integration Programs

Rural services integration programs should determine key audiences to disseminate information about program services and findings.

Some audiences may actively use program findings to justify continued investment in integrating services, to replicate models in their own communities, or to raise awareness of community impacts. These users of evaluation findings could include:

• Local, state, and federal legislators and policymakers
• Healthcare system leaders and providers
• Social services leaders and providers
• Local and state public health departments
• Relevant health and social services associations and organizations, including nonprofits and community-based organizations
• Media

Other audiences may be directly affected by program findings, or may be critical dissemination audiences to expand the reach of services integration programs:

• Community members
• Advocacy groups, especially those focused on child and family welfare
• Faith leaders

Once the dissemination objective and the audience are identified, there are a variety of ways to share the content. Many rural services integration programs are sharing program information through their organization's website, social media, toolkits, training materials, and conferences.

Active outreach and engagement may be critical to the success of services integration programs. Increasing awareness of services and attaining buy-in from trusted messengers can help build trust in services integration programs. In addition to in-person engagements through community events, some rural services integration programs are implementing marketing campaigns to conduct outreach and education. Programs have also used print media, billboards, and public service announcements to raise awareness of services.

For common methods of dissemination and key audiences for program information, see Methods of Dissemination in the Rural Community Health Toolkit.